Gavin Moffat - Streaming Media Conference 2009 - Wednesday - 04-11-09

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A chat about streaming media and its place in PR

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  • Everyone agree? Anyone disagree
  • As the receivers of marketing messages have become more and more cynical and yet less discerning there seems to be a movement toward rejecting the traditional communication channels or mediums. Things like advertising. Things that are thrown at the recipient. I don’t think that this is new it’s just a culmination of years of abuse by markets and brands. Really speaking a brand is created at the point at which you as a consumer touches and feels that brand. No amount of advertising =- above or below the line – experiential or not – is going to persuade you that an insurance company is good. Unless you find their call centre efficient, their claims handling painless and that bonus that you receive for not claiming hits your account once a year. The prevailing attitude of those around me has begun to turn toward the point of view that anyone who is sending a marketing message at them is lying.
  • The stakeholders that brands deal with are fractured and the channels to reach them are becoming more and more difficult to find and hone the message for. The generation gaps that now exist in the stakeholder environment are huge – you are dealing with everyone from baby boomers on the one side to generation Y’ers on the other.   This means that as the custodian of a brand you need to use multiple channels to get your message across. Streaming media is one of these channels but in order to provide for authentic communication with your stakeholder to need to ensure that you do not abuse the channel.
  • What is streaming media from a PR standpoint – it is content that you believe is important enough for somebody to want to watch now. Not later in a pre-recorded format, but now. And that the distinction – what is important enough for someone to want to see live. Not something that you believe is important enough for them to see BUT what they actually want to see. For example – a streaming press conference detailing your new 32 day fixed deposit account with the fancy widgets and dongles is of very little interest. Talking about how you are sponsoring a new initiative to drive unemployed youngsters between the ages of 16 and 24 to participate in public works program through a reward system that involves setting yup and 32 day fixed deposit account for them – now that has a some value.
  • For now the definition is roughly : includes and/or allows for multimedia files of all types (audio and video), social network site tagging and bookmarking, a visually friendly and engaging format, and contains newsworthy content. whether it's traditional or ‘social', a press release still has to have a compelling story and meaningful content.
  • For now the definition is roughly : includes and/or allows for multimedia files of all types (audio and video), social network site tagging and bookmarking, a visually friendly and engaging format, and contains newsworthy content. whether it's traditional or ‘social', a press release still has to have a compelling story and meaningful content.
  • What should we be using streaming media for. Many organisations use it to communicate training to their staff or their suppliers and for that purpose it can be very effective. However platforms such as NetViewer are becoming a far more effective tool and allow for the simultaneous use of PowerPoint and audio and video via a central console. And whilst this is also not new having been successfully marketed by companies such as Cisco for many years, it is now affordable to just about any size of business. Barrier to entries and therefore lowered.
  • Content needs to be clean, concise and preferably action or event related. It needs to honest and human and have value. Give your stakeholders access to something that they would not otherwise have access to. Streaming media acts as a one too many medium, as do many others. It is an ideal medium for high HR training, for frequently asked questions, success stories of what works in the way of selling or maintenance, best practice. It is also a useful medium for aggregating content that is of value. In fact world renowned Stanford University uses iTunes as a vehicle to deliver some of its content allowing you to download courses, faculty lectures, interviews, music and sports – some of it via streaming media.
  • When you know who your target market is. When you have segmented them to the Nth degree and you are sick and tired of segmenting them. When you can discuss their needs, wants, likes and dislikes in your sleep ad nauseum. When you know how to tell them to go to their website or where to activate the content on their mobile.
  • How long is a piece of string and horses for courses and all of the other clichés. The use of the medium is defined by the audience that you are trying to reach, the tools that you and they have at their disposal to join in and then of course the message that you are trying to deliver. From 2008 through July 2009 Ericsson, Ericsson is a world-leading provider of telecommunications equipment and related services to mobile and fixed network operators globally, was the sponsor of two yachts in the Volvo Ocean Race. Now just entering one boat costs a largish bundle of sponsorship cash, entering two well that’s quite a commitment – a couple of hundred million dollars. Now multiply that investment by the three for the marketing spend required to promote the sponsorship and it’s a huge investment for a company that did practically no advertising. The reason for their sponsorship was not to increase their brand awareness although that played a part. It was to find and excuse, a focal point to be able to talk to their staff and their customers and the media. And boy did it work. With 11 stops around the world from Alicante Spain to Cape Town to Qingdao China to Rio to Boston, Ericsson used the race and its participation in it as an excuse to be able to align the goals of the racing team to the goals of the company and then re-align the goals of the staff using the race as a tool. A big part of this was using streaming media to communicate with the staff around the world. Live press conference, finishes, leg visits, footage from helicopters – all streamed to people on their desktops, in their canteens, in specially arranged gatherings in offices everywhere. This was one of many tools that Ericsson used to communicate with its staff, customers and media and because of the nature of the race and its unpredictable time clock – streaming media made a very effective medium. It was however very well thought through and executed and that’s why it paid off.
  • When you want to talk to your staff. When you want to give them an insight into the organisation, or the customer, that they don’t have. We tend to believe that our staff are in touch with what happens within organisations and that the staff, up and down the totem pole, are in touch with the place where the brand is created – at the customer face.
  • When you are ready to surprise people! That’s almost as sexy as saying “Hey – let’s do a viral video”! “ Surprise people? He sounds like one of those social media new agers who believe in conversations”. Well I am and I do. I believe that stakeholders want to be surprised. Not if you are an analyst of course and you’re being surprised on the downside by Woolworths 2 nd half results but you get my meaning. Customers want to be pleasantly surprised by a brand. And that surprise can come in the form of humour, honesty, openness, responsiveness, products that they actually want as opposed to those that the brand thinks they need.
  • What is a surprise? Something as simple as the classic Cremora advert. People were surprised, delighted even by the humour of that advert. Who would ever have thought a dull and dreary product like a coffee creamer could be so, well. Amusing. There are many examples of brand use that are surprising.
  • How surprised were we when OutSurance decided to provide customers that did not claim with a money back bonus? That was useful. Paradigm shifting and of interest to the customer. In the real world maybe the surprise would be a once a week inside look, from an car maker point of view, into how a car is made and how the complaints about manufacturing faults that are listed on hellopeter are followed up?
  • A company here in South Africa called Advanced Consumables Technologies or ACT, is the largest player the sale of printer consumables or cartridges. Many of their customers fall into the much vaunted SMB category. A part of the market that everyone is desperate to get their hands on because they contribute roughly 50% to the economy. Some of ACTs customers don’t have internet access yet or have one email address in their office. This is changing rapidly however and brining them into the 21 st century is part of the mantra of helping them do better business.
  • As part of this customer relationship management ACT has created a marketing program called Let’s Talk – which is meant to do exactly that – get the staff talking up and down the food chain and then engaging with their customer both online and offline. Part of this marketing strategy is using the medium of streaming media to get the message across. Attendance of the CEO’s annual road show presentation is mandatory amongst their peers and previous presentation are available online. Current and future road show presentations will be fead to the website via streaming media. Like many other websites customers can then interact and provide comment and feedback, which they do.
  • Despite loads of bandwidth the cost is still out of wack. Serving content is still cheaper from international server located in Germany or the States. The prices have come down – a year ago traffic the site 2oceasnvibe cost around 18 grand per month when hosted in Cape Town and if hosted in Germany the cost was R800. Yes R18 000 for local versus R800 for international. 2009 this cost is down to R9000. Still a huge disparity. This essentially means that the quicker the prices come down the quicker the uptake on this particular channel, if cost is an issue for you. The cost could also be paid in your brand not being part of the trend before it takes off.
  • That all depends on what you are doing but the easy ways of measuring success of streaming media is the number and length of views. If there was a registration process then what was the conversation from accessing the page, to registering to watching the event? Number of hits on the referred website.
  • U2 recent concert at the Rose Bowl in Pasedena in California is a measure of how success streaming media content can be. The number vary depending on the source but it looks like around 10 million people logged on to watch the concert and around 1.1 people watched the re-runs in the days after the event. BTW the concert itself made history by being the largest concert ever held in the United States by a single headlining artist. They also grossed 9 million US dollars just off that gig. Obviously U2 is not a corporate but what did they do? They provided unique content and they surprised their fans across the globe by giving them something for free. The measure of success is that as a medium people are prepared to use it – if the content is useful and what they want or need.
  • On the corporate front on 14 October Acer, the global number two producer of computers and laptops, held a global press conference that announced a whole bunch of really cool stuff. An alert was sent to relevant media giving URL and broadcast times. The next day at a media event there was much conversation about some of the items announced. The content was of interest and many of them watched for as long as they could spare.
  • If your content is internal then your challenges are around creating great content and then a buzz around that content. Out in the big wide read world it is much the same. The big enchilada is referrals – great quality content that people want to see and share and they will share. Of course you can seed but bad content will always be bad content. Use the sites available: cracker, zoopy, youtube. The statistics show that 85% of all web traffic comes from the Top 5 Google searches and that people don’t view content on the home page of the brand. Content is most often on a public access or social networking site or it is on a sub-level of your web site. The home page is dead – long live the home page.
  • At the end of the day streaming media is another medium that needs to be appropriately exploited to reach the stakeholders. Whether that be through a mobile device like watching the latest clever Toyota Hilux dog and sheep advert through your YouTube application on your iPhone and whether it is streaming educational content to matriculants. The fuss is that the web has in fact increased the need for great content – there is so much more product available and by pure volume – so much more rubbish. So quality content that has value for the target audience will stand out.
  • Sounds strange but I guess that the primary focus of the marketing side of a brand should be to get people to talk to each other about your products/solutions/services and not be too concerned about trying to achieve the business objective. Because in approaching your customers in this way, you are in fact carrying your value proposition to them. At odds with current communication trends? Streaming media seems to be at little at odds with social media and conversations – essentially it is a one way medium whereas most of the current channels being used or touted are two way – Facebook, mobile, social networks and other tools. Streaming media future – it’s just a another medium Mobile – the big Kahuna? Live Education
  • Why Use Streaming Media in Instruction? Whether in the classroom, auditorium, or conference room, multimedia presentation formats such as PowerPoint, video, and Flash are effective techniques to share information with an audience. Streaming provides the option of making this dynamic information available to students and other members of our community outside of scheduled class or meeting times, at a time and place that suits their lifestyle. Class time is valuable. Streaming media allows students, to access course material outside of the classroom, saving class time for core information, focused discussions, or lab work.
  • Sounds strange but I guess that the primary focus of the marketing side of a brand should be to get people to talk to each other about your products/solutions/services and not be too concerned about trying to achieve the business objective. Because in approaching your customers in this way, you are in fact carrying your value proposition to them. At odds with current communication trends? Streaming media seems to be at little at odds with social media and conversations – essentially it is a one way medium whereas most of the current channels being used or touted are two way – Facebook, mobile, social networks and other tools. Streaming media future – it’s just a another medium Mobile – the big Kahuna? Live Education
  • Sounds strange but I guess that the primary focus of the marketing side of a brand should be to get people to talk to each other about your products/solutions/services and not be too concerned about trying to achieve the business objective. Because in approaching your customers in this way, you are in fact carrying your value proposition to them. At odds with current communication trends? Streaming media seems to be at little at odds with social media and conversations – essentially it is a one way medium whereas most of the current channels being used or touted are two way – Facebook, mobile, social networks and other tools. Streaming media future – it’s just a another medium Mobile – the big Kahuna? Live Education
  • Gavin Moffat - Streaming Media Conference 2009 - Wednesday - 04-11-09

    1. 1. <ul><li>“ It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” </li></ul><ul><li>Charles Darwin </li></ul>
    2. 2. @gavinmoffat A chat about streaming media and its place in PR 4 November 2009
    3. 3. What: we’ll cover <ul><li>What: is streaming media? </li></ul><ul><li>What: is today’s brand conversation? </li></ul><ul><li>What’s: in today’s marketing mix? </li></ul><ul><li>What: is a social media release? </li></ul><ul><li>What: should we use streaming media for? </li></ul><ul><li>Why: is content king (or is the search engine king)? </li></ul><ul><li>What: should streaming media be used for? </li></ul><ul><li>When: should it be used? </li></ul><ul><li>What: is the cost? </li></ul><ul><li>How: do you measure success? </li></ul><ul><li>What: is the measure of success? </li></ul><ul><li>How: do you get your content seen? </li></ul><ul><li>What’s: all the fuss? </li></ul><ul><li>Where: to from here? </li></ul>
    4. 4. What’s: in today’s brand conversation
    5. 5. Marketing = Everyone Lies <ul><li>Stakeholders – more cynical – less discerning </li></ul><ul><li>Rejecting advertising </li></ul><ul><li>Brand created at the point of contact </li></ul>
    6. 6. What: does this have to do with the brand? <ul><li>Multi-generational audiences (internal and external) </li></ul><ul><li>Multiple, disparate communication platforms and mechanisms </li></ul><ul><li>No longer bound by physical and time boundaries </li></ul><ul><li>Requires significant customisation of messaging </li></ul>
    7. 7. What: is streaming media? <ul><li>Refers to the delivery method </li></ul><ul><li>Live </li></ul><ul><li>Via a telecommunications networks </li></ul><ul><li>Audio/Video or audio visual </li></ul><ul><li>Content – important enough to be live </li></ul><ul><li>Something audience wants to see </li></ul><ul><li>Fixed deposit </li></ul>
    8. 8. What: is a social media release? <ul><li>Includes/allows for: </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Aggregates news release content </li></ul></ul><ul><ul><li>Newsworthy content </li></ul></ul>
    9. 9.
    10. 10. What: is a social media release? <ul><li>Includes/allows for: </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Aggregates news release content </li></ul></ul><ul><ul><li>Newsworthy content </li></ul></ul><ul><ul><li>Multimedia files (audio/video) </li></ul></ul><ul><ul><li>Social network site tagging/bookmarking </li></ul></ul><ul><ul><li>Friendly engaging format </li></ul></ul>
    11. 11. What: should we use streaming media for? <ul><li>Communicate: </li></ul><ul><li>with staff/training </li></ul><ul><li>With customers/CRM </li></ul><ul><li>with suppliers/info sharing </li></ul><ul><li>with media/announcements </li></ul><ul><li>Consider all options </li></ul>
    12. 12. Why: is content King? <ul><li>Great content stands out </li></ul><ul><li>Quality / authentic / honest / human </li></ul><ul><li>Of value </li></ul><ul><li>Concise </li></ul><ul><li>Access to something not otherwise accessible </li></ul><ul><li>Stanford on iTunes </li></ul>
    13. 13. Stanford in iTunes
    14. 14. When: should it be used? <ul><li>Target market known </li></ul><ul><li>Segmented </li></ul><ul><li>Know needs / wants / likes / dislikes </li></ul><ul><li>When you can direct them to content </li></ul>
    15. 15. When: should it be used? <ul><li>Criteria </li></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Tools </li></ul></ul><ul><ul><li>Message </li></ul></ul><ul><li>Ericsson – Volvo Ocean Race </li></ul><ul><ul><li>An excuse/focal point to communicate </li></ul></ul><ul><ul><li>Align goals </li></ul></ul><ul><ul><li>Global/effective medium </li></ul></ul>
    16. 16.
    17. 17.
    18. 18.
    19. 19.
    20. 20.
    21. 21.
    22. 22.
    23. 23.
    24. 24. When: should it be used? <ul><li>To tell someone something interesting – to them </li></ul><ul><li>To provide insight </li></ul><ul><li>To create the foundation for a conversation </li></ul>
    25. 25. When: should it be used? <ul><li>To surprise people </li></ul><ul><li>They want to be surprised, pleasantly </li></ul><ul><li>Tool – humour / honesty / openness / responsiveness </li></ul>
    26. 26. What: is a surprise?
    27. 27.
    28. 28. What: is a surprise?
    29. 29. When: should it be used?
    30. 30.
    31. 31. What: is the cost? <ul><li>Production / preparation </li></ul><ul><li>Bandwidth </li></ul><ul><li>Cost of not using the medium </li></ul>
    32. 32. How: do you measure success? <ul><li>Response </li></ul><ul><li>Registrations </li></ul><ul><li># of views </li></ul><ul><li>Length of views </li></ul><ul><li>Hits </li></ul><ul><li>Data gathered </li></ul>
    33. 33. What: is the measure of success?
    34. 34. What: is the measure of success?
    35. 35. What: is the measure of success?
    36. 36. What: is the measure of success?
    37. 37. What: is the measure of success?
    38. 38. What: is the measure of success?
    39. 39. What: is the measure of success?
    40. 40. What: is the measure of success?
    41. 41. What: is the measure of success?
    42. 42. How: do you get your content seen? <ul><li>Internal </li></ul><ul><ul><li>WIIFM </li></ul></ul><ul><ul><li>Great content with a buzz </li></ul></ul><ul><li>Big Enchilada – referrals </li></ul><ul><li>Sites – cracker / zoopy / youtube </li></ul><ul><li>Great content – 2 482 642 times www.posterous.com/melodymaker </li></ul>
    43. 43. What’s: all the fuss? <ul><li>A compelling medium </li></ul><ul><li>Online or mobile </li></ul><ul><li>Educational </li></ul><ul><li>Web needs great content </li></ul>
    44. 44. Where: to from here? <ul><li>Mobile </li></ul>
    45. 45. Why: education? <ul><li>Any venue with access to PC and internet – venues in major centres </li></ul><ul><li>PowerPoint, Flash or video </li></ul><ul><li>Dynamic instruction </li></ul><ul><li>When used with two-way communications it becomes interactive – Edureach and Star Schools </li></ul><ul><li>One to many education for underserviced areas </li></ul><ul><li>Video sharing on social networks </li></ul><ul><li>User generated educational vids </li></ul>
    46. 46. Where: to from here? <ul><li>Choose the right medium for the job at hand </li></ul>
    47. 47. <ul><li>A brand must tell a story. People like stories. They like a brand that tells stories. </li></ul>
    48. 48.
    49. 49. <ul><li>Thank you </li></ul><ul><li>for your valuable time </li></ul><ul><li>and courteous attention </li></ul>
    50. 50. <ul><li>www.puruma.com </li></ul><ul><li>www.twitter.com/gavinmoffat </li></ul><ul><li>www.qik.com/gavinmoffat </li></ul>

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